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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM67227
Volume:
10 |
9 |
Sep 2026
Pages:
1-6
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Department of MBA,
Visvesvaraya Institute of Advanced Technology, Center for PG studies, VTU, Muddenahalli
Department of MBA,
Visvesvaraya Institute of Advanced Technology, Center for PG studies, VTU, Muddenahalli
Department of MBA,
Visvesvaraya Institute of Advanced Technology, Center for PG studies, VTU, Muddenahalli
Social media marketing has become an essential component of modern business strategies, enabling organizations to promote their products, engage with customers, and strengthen their brand image. This study, titled “A Study on the Impact of Online Customer Reviews on Brand Image With Reference to Anugraha Industries" examines the impact of social media marketing activities on customer awareness, engagement, trust, and overall perception of the company's brand. The study is based on both primary and secondary data. Primary data were collected through a structured questionnaire administered to customers, while secondary data were obtained from books, journals, company records, websites, and other published sources. Descriptive research design and statistical tools such as percentage analysis, chi-square test, and correlation analysis were used to interpret the collected data.
KEYWORDS
The study concluded that online customer reviews significantly influence the brand image of Anugraha Industries and its Pride Signature packaged drinking water brand. It was found that customers used online reviews to assess the quality, reliability, and overall customer satisfaction of a particular product before purchasing. Thus, it was evident that positive online reviews improved the brand image of the company by increasing the level of trust and brand reliability among customers. However, negative reviews could also affect the brand image of a company negatively if the company failed to address the complaints raised by the customers. The study also concluded that online customer reviews needed to be managed effectively to ensure their impact on the brand image was positive. The best way to manage online customer reviews is by responding to customer feedback, improving the company’s products and services based on the feedback, and boosting interaction with customers to ensure satisfaction. Anugraha Industries needed to manage online reviews and build relationships with customers to improve its brand image, increase trust and reliability, and ultimately grow as a company.
1. Aaker, D. A. (2020). Aaker on Branding: 20 Principles That Drive Success. Morgan James Publishing. 2. Keller, K. L. (2025). Strategic Brand Management (4 th ed.). Pearson Education. 3. Kotler, P., & Keller, K. L. (2021). Marketing Management (15 th ed.). Pearson Education. 4. Malhotra, N. K. (2022). Marketing Research: An Applied Orientation (7 th ed.). Pearson. 5. Sekaran, U., & Bougie, R. (2021). Research Methods for Business (8 th ed.). Wiley. 6. Chevalier, J. A., & Mayzlin, D. (2025). The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research, 7. Filieri, R. (2025). What Makes Online Reviews Helpful? International Journal of Hospitality Management,
Publication Date
9/13/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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